Case Study:
How I Helped My Client Sell A $10,700 Offer To His Newsletter Subscribers Using My “3 Click” Social Media & Newsletter System

Without Intruding On His Busy Schedule OR Cheapening His Brand With Questionable “Social Media Marketing” Tactics

In this report, I’ll explain how I took one of my clients from earning $0.00 from his newsletter subscribers…

To successfully selling a $10,700 offer to his email list using my “3 Click” Social Media & Newsletter System.

But first…

Who am I?

I’m Kyam. I write copy for B2B businesses and consultants who want to scale their businesses without scaling input time.

And I focus heavily on content and newsletters, because if you want maximum marketing firepower…

You need organic traffic. And you need to capture it to an email list.

A few words from my clients:

Who is this for?

This document is intended for B2B business owners, consultants, or anyone else looking to sell a mid or high ticket offer via organic social media or newsletter.

If you’re a founder or consultant, one or more of the following may feel familiar:

• You know social media is a powerful tool, but you don’t know where to start or how to make it work for YOUR biz
• You have a newsletter or you’d like to start one, but keeping in contact with your list is difficult to pencil in
• Your calendar is packed with running your actual company, and the idea of hiring a faceless agency or a sketchy freelancer to handle your social media presence – and thus, your public reputation – is unappealing to you
• You feel like most of the content you see on social media is corny, campy, or otherwise low-quality…even when it’s being posted by otherwise reputable industry heavyweights

If you are not at all interested in organic social media or you think building and selling via an email list is silly, feel free to exit this document now. You may find some of the information here useful, but chances are it will be a waste of your time. I won’t attempt to convince you to change your wicked ways.

Now, let’s dive in:

Why Most B2B Businesses Fail With Organic Social & Email Marketing

Unless you’re a dyed-in-the-wool “influencer” looking to post viral clickbait style content, there’s one hard truth you must accept:

Most of the common social media “growth tactics” won’t work for your business.

And despite what the happy-go-lucky influencer-marketing types would have you believe…

It’s better this way.

You don’t need these tactics.

Turns out, generating modest traffic on the front end (social media), capturing that traffic, and selling on the back end (newsletter) is far easier than trying to go viral.

And you can do it without looking like a fool or damaging your reputation.

You accomplish this by implementing the 3 Click Social & Newsletter System.

A Quick Overview of my “3 Click” System

The 3 Click Social & Newsletter system is simple:

Whenever a prospect lands on any piece of top-of-funnel content, they should be able to move themselves down the funnel in 3 clicks or less.

So, if someone sees a post on your LinkedIn, they would:

1. Click your profile
2. Click your newsletter opt-in link
3. Enter their email address and click “submit”

Now, you have a new subscriber. Which means you have a new lead.

Anything more than 3 clicks, and you’re adding unnecessary friction to the process.

If your goal is for prospects to book a meeting on your calendar, the process would be the same.

They see an Instagram post you made, and then:

1. Click your profile
2. Click your website link
3. Click your CTA

Of course, they will need 1 or 2 extra clicks to book the actual meeting (depending on your calendar software), but the important part is that they are able to MOVE DOWN THE FUNNEL in 3 clicks or less.

And in order to install an efficient 3 Click System into your business – and turn leads into paying customers and clients – there are 3 core steps you need to follow from the front end (content) to the back end (closed sale).

The remainder of this document will outline the 3 steps. But first…

About My Client

In this example, my client is a highly successful agency owner specializing in cold email lead generation.

If you know anything about the space, you may know:

• There are many cold email influencers (standing out from the crowd may be a problem…)
• There’s only so much to talk about in cold email (or so you’d think)
• Most agency owners wouldn’t even attempt to sell their actual service to an email newsletter, and would instead opt for creating a “low ticket” course or info product and focus on trying to sell that instead (if they bother building an email list at all)

My client, however, is smarter than that.

He didn’t want to focus any energy whatsoever outside of the core offer of his agency.

So we decided to swing for the fences and start promoting his $10,700 “done with you” plug and play cold email lead gen system to his newsletter.

But first, we needed to build the list. And for that, we needed social media content.

Lots of social media content.

Which brings me to…

Step 1: Building Your Arsenal of Anecdotes

The conventional wisdom around getting your business started with social media marketing looks something like this:

Mega Viral Frameworks! —>>> Your Story = Magical Sales Machine!

If you’ve never seen this and have no clue what I’m talking about…consider yourself lucky.

This is the common approach for 98% of “content marketing agencies”.

It’s the idea that if you just use their “viral frameworks”, you can make ANY piece of content go magically viral!

And it’s wrong. We all know this…because if it worked…

Everyone would be doing it.

Turns out, it’s just a way to get you to hemorrhage unholy amounts of cash without having anything to show for it.

The actual method to get started is much simpler:

Your Unique Anecdotes & Insights —> Extracted Epiphanies For Target Audience —> Captured Attention

(The last bit is hyper important – without CAPTURING the attention you generate, posting on social media is 100% pointless.)

So the first step is to build an arsenal of anecdotes.

And we kicked off our working relationship with a deep dive into the main “buckets” of his business. This is arguably the most crucial part of the process, as these buckets serve as core topics you’ll be talking about in your daily content posts.

For this project, the buckets are:

• Cold Email
• Copywriting
• Tech Setup
• Response Handling
• Inbox Management
• Business Operations
• Data & Lead Scraping
• Client Strategy

Next, I asked him a series of targeted questions about every one of the above bullets, and for each bullet we got:

• Stories (implementation, realizations, etc)
• Actionable advice (“how to”, “what not to do”)
• Analytical takes (the “why” behind his methods)
• Comparison takes (X vs. Y)
• Controversial takes
• Results and outcome-based material
• Entertaining moments in his biz
• Aspirational & Motivational content

So, just to be clear…

EACH item from the first list has an entry for EVERY bullet on the second list.

His stance on “tech setup” can be approached with a story, a piece of advice, an analytical take, an entertaining moment…

His stance on “response handling” can be framed as a controversial take, a results-based case study, a piece of aspirational content, and so on.

The process starts here for 2 reasons:

1. It gives me an almost endless Arsenal of Anecdotes to write his content***…from his perspective*** – without injecting my own thoughts or biases (or worse, something I found doing “research” on Google or Reddit – content marketers LOVE reddit…)
   
2. It gets the client talking, rambling, and revealing seemingly “insignificant” anecdotes about their experience and acumen…which gives me a direct path to link these experiences to the hearts and minds of the target audience (and get more exposure – faster – without resorting to cheap virality tactics)

Your Arsenal of Anecdotes is the foundation of the entire system.

Once that’s been built, we move on to…

Step 2: The Top-of-Funnel Takeover

When we started working together, my client had about 900 newsletter subscribers.

So the first step was to pump that number up.

We did this by taking everything we documented in Step 1 and initiating a total top-of-funnel takeover.

Now, my client had a fairly good lead magnet already – and he was running facebook ads with decent results. But the lead magnet was long, and thus required a huge time commitment from his potential subscribers.

Instead of throwing this resource away, we kept it running…but added more “doorways” into his newsletter via smaller, more digestible lead magnets.

We dive into his market, pulled out two consistent problems that people almost always needed solved:

1. Cold email scripts and how to develop them (many resources get this wrong, so this was a great opportunity to go against the grain and provide a better solution)
2. A deliverability checklist to prevent your cold emails from landing in spam (again, another area which is often misrepresented in this market)

I created step-by-step resources drawing on his unique perspectives and experiences solving those problems, and then…

We started posting a ton of organic content and running the traffic to the lead magnets.

The first of which turned out to be his most-viewed Tweet of all time, and converted over 300 subscribers in less than 24 hours (30%+ increase in ONE DAY – and yes, it still brings a nice trickles of subs to this very day):

“Great, so you created lead magnets and posted on social media. Anyone can do that!”

True, anyone can do it.

But few can do it the right way.

Founders, who are often hardcore subject matter experts, tend to struggle with top-of-funnel content for a few reasons:

• Your posts need to be relatable to your target audience while conveying your experience. Easier said that done. One sentence is too technical? You’ve lost them.
  
• Meeting readers at their current belief, installing an epiphany in their mind, and then presenting yourself as the solution isn’t often straightforward – especially when you are focusing 99% of your energy on fulfillment in your actual business
  
• You don’t realize how much frequency is actually required – 1 post per week ain’t gonna cut it.

And in this case, we were posting a minimum of 1 tweet and 1 linkedin post per day, and mailing his email list twice a week. We have now doubled this frequency with excellent, measurable results.

Which leads me to…

Step 3: Creating A World Of Your Own

Your newsletter is your “world”.

You can call it “middle of funnel” if you like, but the truth is much simpler:

It’s the most direct connection between you and your warmest leads.

If you’ve read this far, you don’t need to be convinced of the value of an email list, so I will skip straight to telling you the exact strategy we used.

The main goal of bringing people into your World is to transform their belief systems.

You do this by taking your readers through a simple, 3-stage cycle:

Current Belief → Epiphany/Revelation → Enlightened Belief

The reason why most newsletters and social media posts are boring to read (and lead to zero sales) is because they ignore this foundational structure.

Some say you need to “inform, entertain, and persuade” your audience.

I say you can do all 3 by using stories to put your readers through the above process.

And to get the job done in this case, we mailed his list using a strategy made up of 3 main email types:

1. **The Story Email
   
   **In these emails, we tell a story about the day-to-day in his business – from helping clients, working in dozens of different industries across the B2B space, and solving all the problems that come with running a lead generation business. This gives people a window into the advanced level of experience he has in lead gen. Builds trust and authority. A huge factor here is to make sure the emails are entertaining enough to read without sacrificing all the goodies that make people trust you – quantifiable results, social proof, etc.
   

2. **The Client Situation Email
   
   **Similar to the story email, but these emails describe problems his clients have faced (or are currently facing) and how he solved them. Client Situation emails are almost too powerful – if you can prove to your potential customers that you have solved something similar to what they’re experiencing, they will be far more likely to buy your offer. The biggest misstep most founders make is not digging into the ripple effects these initial problems have on their clients’ businesses. Writing Situation emails is tricky – it takes a bit of work to get beneath the surface-layer of the problem and down to the actual human experience of the effects of the problem.

    

   If you can do that, you’re in the money.
   

3. The Q&A Email

    

   Possibly the most-ignored (yet highest leverage) type of email is the simple Q&A.
   
   You start the email with a simple question and give a nuanced answer. The question can come from a current client, a prospect on a sales call, or even a social media comment. In this case, we used client calls almost exclusively, as my client runs a good business and is a master of running calls on both the sales and fulfillment sides of his biz.

Conclusion & Results

**To recap the entire process thus far:

**We installed a “3-Click Funnel”, making sure that any prospect could go from seeing our social posts to being a subscriber in less than 3 clicks. Then, we fleshed out that funnel by:

1. Building an Arsenal of Anecdotes and extracting all the experience and acumen my client had built up over the years
2. Initiating our Top Of Funnel Takeover by creating targeted lead magnets and driving organic traffic to those magnets with daily posting on Twitter & LinkedIn
3. Creating A World for his subscribers to live in, and mailing them relevant stories, client situations, and Q&A’s

And less than a week after starting the promotion for his (admittedly expensive) offer…he sent me this screenshot:

What To Do Next:

If you want to sell a mid/high ticket offer to a newsletter - or if you just want to start building your organic traffic machine – follow the frameworks I’ve outlined in this document.

If you build great lead magnets, post consistent content to a high standard, and mail your list frequently and with relevant offers, you will make a lot of money.

And if you want to outsource all this to someone who knows the game – and has a proven system to generate results – the solution is simple:

Book a call with me here and we’ll see if it’s a good fit.

Talk soon,

Kyam